KitKat - Consumer Behavior (detailed)

52
Chocolates - KITKAT

description

A detailed question by question overview of the research conducted as a part of our coursework for Consumer Behavior.

Transcript of KitKat - Consumer Behavior (detailed)

Page 1: KitKat - Consumer Behavior (detailed)

Chocolates - KITKAT

Page 2: KitKat - Consumer Behavior (detailed)

Questionnaire based research

Analysis of Questionnaire results

Advertisement Idea generation

Advertisement production

Page 3: KitKat - Consumer Behavior (detailed)
Page 4: KitKat - Consumer Behavior (detailed)

Results division◦ No filter

◦ Gender Filter

◦ Price filter (5-100)

Gender Filter

Page 5: KitKat - Consumer Behavior (detailed)

GENDER

MaleFemale

Page 6: KitKat - Consumer Behavior (detailed)

No filter Price

69%

31%

Gender

Male Female

68%

32%

Gender

Male

Female

Page 7: KitKat - Consumer Behavior (detailed)
Page 8: KitKat - Consumer Behavior (detailed)

38%

58%

4%

Age Group

15 - 20

21 - 25

26 - 30

No filter

Page 9: KitKat - Consumer Behavior (detailed)

Male Female

25%

72%

3%

Age Group

15-20

21-25

26-30

69%

25%

6%

Age Group

15-20

21-25

26-30

Page 10: KitKat - Consumer Behavior (detailed)

Male Female

28%

72%

0%

Age Group

15-20

21-25

26-30

67%

25%

8%

Age Group

15-20

21-25

26-30

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Do you prefer eating chocolates?

Yes

No

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6%

26%

0%68%

Preference

Before meals

After meals

During meals

Does not matter

No filter

Page 13: KitKat - Consumer Behavior (detailed)

Male Female

81%

19%

Preference

Yes

No

94%

6%

Preference

Yes

No

Page 14: KitKat - Consumer Behavior (detailed)

What time of the day do you prefer eating chocolates at?

Morning

Afternoon

Evening

Night

Does not matter

Page 15: KitKat - Consumer Behavior (detailed)

0% 0%

12%

18%

70%

Time of Day

Morning

Afternoon

Evening

Night

Does not matter

No filter

Page 16: KitKat - Consumer Behavior (detailed)

Male Female

0% 0%

18%

21%61%

Time of day

Morning

Afternoon

Evening

Night

Does not matter

0% 0%0%

13%

87%

Time of day

Morning

Afternoon

Evening

Night

Does not

matter

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Male Female

0% 0%

16%

12%

72%

Time of day

Morning

Afternoon

Evening

Night

Does not matter

0% 0%0%

17%

83%

Time of day

Morning

Afternoon

Evening

Night

Does not matter

Page 18: KitKat - Consumer Behavior (detailed)

Do you prefer eating chocolates?

Before meals

After meals

During meals

Does not matter

Page 19: KitKat - Consumer Behavior (detailed)

6%

26%

0%68%

Preference

Before meals

After meals

During meals

Does not matter

No filter

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Male Female

5%

25%

0%70%

Preference

Before meals

After meals

During meals

Does not matter

7%

29%

0%

64%

Preference

Before meals

After meals

During meals

Does not

matter

Page 21: KitKat - Consumer Behavior (detailed)

Male Female

4%

44%

0%

52%

Preference

Before meals

After meals

During meals

Does not matter

8%

25%

0%67%

Preference

Before meals

After meals

During meals

Does not matter

Page 22: KitKat - Consumer Behavior (detailed)

At what frequency do you consume chocolates?

At least once a day

More than once a day

At least once a week

No fixed pattern

Page 23: KitKat - Consumer Behavior (detailed)

12%

10%

20%

58%

Frequency

At least once a day

At least once a week

More than once a day

No fixed pattern

No filter

Page 24: KitKat - Consumer Behavior (detailed)

Male Female

8%4%

24%

64%

Frequency

At least once a day

At least once a week

More than once a day

No fixed pattern

20%

20%

13%

47%

Frequency

At least once a day

At least once a week

More than once a day

No fixed pattern

Page 25: KitKat - Consumer Behavior (detailed)

Male Female

8%

12%

8%

72%

Frequency

At least once a

day

At least once a

week

More than once a

day

No fixed pattern

16%

17%

17%

50%

Frequency

At least once a

day

At least once a

week

More than once a

day

No fixed pattern

Page 26: KitKat - Consumer Behavior (detailed)

Why do you buy chocolates? (Mark all relevant)

FlavorEnergyBrand

Special OccasionGift itemAddictionQuality

Impulse BuyingPrice and convenience Other _____________

Page 27: KitKat - Consumer Behavior (detailed)

26%

7%

9%

6%7%

13%

13%

13%

3% 3%

Reasons for consumption

Flavor

Energy

Brand

Special occasion

Gift Item

Addiction

Quality

Impulse buying

Price and convenience

Other

No filter

Page 28: KitKat - Consumer Behavior (detailed)

Male Female

25%

9%

8%

3%

4%14%

16%

14%

3%

4%

Reasons

Flavor

Energy

Brand

Special occasion

Gift Item

Addiction

Quality

Impulse buying

28%

4%

11%

11%

11%

11%

9%

11%

4%

0%

Reasons

Flavor

Energy

Brand

Special occasion

Gift Item

Addiction

Quality

Impulse buying

Page 29: KitKat - Consumer Behavior (detailed)

Male Female

27%

18%

15%

15%

8%

8%

3%3% 3% 0%

ReasonsFlavor

Quality

Addiction

Impulse buying

Energy

Brand

Special occasion

Gift Item

Price and

convenienceOther

31%

11%

11%8%

9%

9%

9%

6%6%

0%

ReasonsFlavor

Gift Item

Addiction

Brand

Special occasion

Quality

Impulse buying

Energy

Price and

convenience

Page 30: KitKat - Consumer Behavior (detailed)

What price do you pay for your chocolates?

Rs.5 – 20

Rs.21 – 50

Rs.50 – 100

Greater than Rs.100

Page 31: KitKat - Consumer Behavior (detailed)

12%

20%

47%

21%

Price of current consumption

Rs.5 - 20

Rs.21-50

Rs.51-100

Greater than 100

No filter

Page 32: KitKat - Consumer Behavior (detailed)

Male Female

12%

25%

44%

19%

Price

Rs.5 - 20

Rs.21-50

Rs.51-100

Greater than 100

10%

11%

53%

26%

Price

Rs.5 - 20

Rs.21-50

Rs.51-100

Greater than 100

Page 33: KitKat - Consumer Behavior (detailed)

Where do you buy chocolates from?

Retail shops

Branded outlets

Restaurants

Imported

University canteen

Other __________

Page 34: KitKat - Consumer Behavior (detailed)

56%

12%

0%

12%

20%

0%

Purchase point

Retail shops

Branded outlets

Restaurants

Imported

University canteen

Other

No filter

Page 35: KitKat - Consumer Behavior (detailed)

Male Female

63%8%0%

11%

18%

0%

Purchase point

Retail shops

Branded outlets

Restaurants

Imported

University canteen

Other

47%

17%0%

13%

23%

0%

Purchase point

Retail shops

Branded outlets

Restaurants

Imported

University canteen

Other

Page 36: KitKat - Consumer Behavior (detailed)

Male Female

72%

22%

3% 3%

0%

0%

Purchase Point

Retail shops

University canteen

Branded outlets

Imported

Restaurants

Other

44%

24%

16%

16%

0% 0%

Purchase Point

Retail shops

University canteen

Branded outlets

Imported

Restaurants

Other

Page 37: KitKat - Consumer Behavior (detailed)

Does mood play a part in your chocolate purchase decision?

Yes

No

Page 38: KitKat - Consumer Behavior (detailed)

75%

25%

Mood's role in purchase decision

Yes No

Mood

Page 39: KitKat - Consumer Behavior (detailed)

Male Female

76%

24%

Mood

Yes

No

73%

27%

Mood

Yes

No

Page 40: KitKat - Consumer Behavior (detailed)

Male Female

72%

28%

Mood

Yes

No

75%

25%

Mood

Yes

No

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Page 42: KitKat - Consumer Behavior (detailed)

34%

21%6%

6%

33%

Specifications

Happy/Relaxed

Sad/depressed/stressed/angry

Energetic/Refreshed

Hunger/Chocolate Mood

Did not specify

No filter

Page 43: KitKat - Consumer Behavior (detailed)

Male Female

38%

19%

9%

5%

29%

Specific mood

Happy

Sad

Energetic/Refreshed

Hunger

Did not specify

25%

25%

8%

42%

Specific mood

Happy

Sad

Hunger

Did not specify

Page 44: KitKat - Consumer Behavior (detailed)

Male Female

37%

19%

13%

6%

25%

Specific Mood

Happy

Sad

Energetic/Refresh

ed

Hunger

Did not specify

30%

10%

0%10%

50%

Specific mood

Happy

Sad

Energetic/Refresh

ed

Hunger

Did not specify

Page 45: KitKat - Consumer Behavior (detailed)
Page 46: KitKat - Consumer Behavior (detailed)

1%

21%

15%

7%

2%

7%

1%2%

3%

4%

15%

1%1%

13%

7%

Color Preference Baby pink

Black

Blue

Brown

Dark Brown

Green

Gray

Orange

Pink

Purple

Red

Sea Green

Turqoise blue

White

Yellow

No filter

Page 47: KitKat - Consumer Behavior (detailed)

Male Female

0%

22%

18%

8%

2%

8%

1%

2%

1%

3%

14%

1%

0%13%

7%

Colors

Baby pink

Black

Blue

Brown

Dark Brown

Green

Gray

Orange

Pink

2%

20%

6%

7%

2%7%

0%2%

9%7%

18%

0%

2% 11%

7%

ColorsBaby pink

Black

Blue

Brown

Dark Brown

Green

Gray

Orange

Pink

Page 48: KitKat - Consumer Behavior (detailed)

Male Female

19%

14%

14%

12%

11%

8%

8%

7%

2%

2% 1%

1%

1%

0%

0%

Color Preference Black

Blue

Red

White

Dark Brown

Brown

Yellow

Green

Orange

Purple

Gray

Pink

Sea Green

Baby pink

Turqoise blue

18%

18%

13%7%

8%

8%

8%

8%

8%

2%

2%0%

0% 0%

0%

Color Preference Black

Red

White

Blue

Brown

Green

Pink

Purple

Yellow

Dark Brown

Orange

Baby pink

Gray

Sea Green

Turqoise blue

Page 49: KitKat - Consumer Behavior (detailed)
Page 50: KitKat - Consumer Behavior (detailed)

3%7% 2%

2%

4% 2%

2%

2%

6%

2%

6%

7%

3%5%

17%

28%

2%

Word Association Brown

Cadbury

Children

Dark

Energy

Friendship

Fun

Good/Great

Happiness

Hungry

Kitkat

Love

Mars

Nuts

Sweet

Taste/Delicious

Tempting

No filter

Page 51: KitKat - Consumer Behavior (detailed)

Male Female

3%

8%3%

2%

6%

3%

3%

3%5%

0%6%

8%

3%

5%

19%

23%

0%

Word AssociationBrown

Cadbury

Children

Dark

Energy

Friendship

Fun

Good/Great

Happiness

Hungry

Kitkat

Love

Mars

Nuts

Sweet

Taste/Delicious

Tempting

3%

6%

0%

3%0%

0%

0%0%

8%

6%

6%

6%

3%6%

14%

36%

6%

Word AssociationBrown

Cadbury

Children

Dark

Energy

Friendship

Fun

Good/Great

Happiness

Hungry

Kitkat

Love

Mars

Nuts

Sweet

Taste/Delicious

Tempting

Page 52: KitKat - Consumer Behavior (detailed)

Male Female

25%

13%

8%8%

8%

6%

6%

4%

4%

4%

4%

4%4%

2% 2%0%

0%

Word AssociationTaste/Delicious

Sweet

Cadbury

Energy

Happiness

Kitkat

Love

Brown

Dark

Friendship

Good/Great

Mars

Nuts

Fun

Tempting

Children

Hungry

31%

17%

7%7%

7%

7%

7%

3%

3%

3% 3%

3%

0%0%

0% 0%

0%

Word AssociationTaste/Delicious

Sweet

Cadbury

Happiness

Hungry

Kitkat

Nuts

Brown

Dark

Love

Mars

Tempting

Children

Energy

Friendship

Fun

Good/Great